WowWee and Turner are ready to rock with Paper Jamz

by TnP Staff
Published: 4 January 2012, 16:49
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WowWee/Sablon has partnered with Turner Media Innovations for a multi-stage campaign to launch its Paper Jamz guitars.

Designed to not only showcase the product and its fantastic features but also let kids play Paper Jamz-inspired games, the fame-building campaign includes a series of promotional spots driving online activity to a dedicated micro-site. Running from May to September 2010, the activity offers kids a full-on rockstar experience creating dedicated Paper Jams fans.

The first phase of the campaign kicks off this month with a buzz-building seeding program and the launch of the sensational ‘Earn Your Right to Rock’ microsite, hosted at Featuring the cool ‘Get Some Rock Attitude’ mini-game, kids can create their very own rockstar avatar, share it with their friends and have the exclusive chance to win one of 100 Paper Jamz guitars before they hit the shops!

Securing maximum awareness for the exact launch of Paper Jamz guitars in the shop, the exciting Turner Media Innovations partnership will be continued with a 40-second webdrive spot driving kids to rocking new content on the microsite, including a new ‘Rockstar Rating’ game, where kids can record their very own rock riff and see their rockstar avatar rock out to it!

Adam Eagle, head of sponsorship and promotions at Turner Media Innovations said: “Paper Jamz is a highly anticipated product sensation and we are delighted to partner with WowWee for the launch of the next big toy for 2010. Turner Media Innovations campaigns have repeatedly been shown to be extremely effective with a high rate of conversion to sales. The Paper Jamz activity has been developed using our audience insight to excite the Cartoon Network audience about the launch of Paper Jamz.”

Graham Sparks, sales director, WowWee/Sablon added: “We have carried out extensive research amongst the core target of boys aged eight to 12, revealing their media habits and shopping triggers and Turner Media Innovations is the perfect partner with which to maximise awareness in this demographic. Offering kids the unique chance to win Paper Jamz guitars before they hit the shops, combined with continued refreshed content to drive awareness, makes this is a fantastic campaign which will help make Paper Jamz the hottest new toy for 2010.”    

Winner of coveted industry awards in Nuremberg and Australia, Paper Jamz guitars are the next-generation in music making. With five iconic rock styles available for launch, Paper Jamz guitars feature unique, paper-thin technology that is played by touch alone, letting kids grind out killer riffs and strum note-perfect rock anthems every time.